I continually wrestle with how often to post about clients' upcoming concerts. On one hand, these are fun events. You are not selling tickets to a prostate exam. However, it is still in essence a sales pitch. You are asking people to spend money.
And unless it is a Led Zeppelin reunion, concert announcements do not get anywhere near the same engagement as posts that are music videos or quotes from a band member.
Now with Facebook you can target posts to a specific location, aiming them at people who live near that particular venue. However, lately I am not sure that is a good idea for two reasons.
First, when I post about a show and send it out to everyone (no geo-targeting), it is common to see someone from a different city tag a friend who lives near the upcoming show, saying, "Steve, you should try and go to this! You will love this band!"
Second, it is amazing how often and how far people are willing to travel to see their favorite bands, especially if the band is not scheduled to play in their town anytime soon.
Geo-targeting concert posts or ads eliminates both of those scenarios.
So I am doing less geo-targeting. As for how often to post about upcoming shows, the debate continues. - Cris